Course Outline

Marketing Communication course in London, UK

Advertising: Role, Forms and Strategy

• Selling propositions
• The use of emotionin advertising
• Types of advertising
• Using advertising strategically
• Consumer-generated advertising

Public Relations: Principles and Practice

• Public relations and relationship management
• Objectives of public relations
• Public relations: methods and techniques
• Media relations
• Forms of public relations

Sponsorship

• The growth and development of sponsorship
• Sponsorship objectives
• How sponsorship might work
• Types of sponsorship
• The role of sponsorship in the communications mix

Direct Marketing and Personal Selling

• The growth of direct marketing
• The role of data
• Direct-response media
• The tasks of personal selling
• The role of social media in personal selling
• Strategic account management

Sales Promotion, Field Marketing and Brand Experience

• Sales promotion plans:the objectives
• Retention programmes
• Sales promotion: methods and techniques
• Range of field marketing activities
• Brand experience and events

Brand Placement, Exhibitions, Packaging and Licensing

• Characteristics and issues of brand placement
• Trade shows and exhibitions
• The communications dimensions of packaging
• Licensing

This Marketing Communication course is suitable for:

• Chief Communications Officers
• Marketing and communications directors, managers, executives and staff.
• Those who wish to understand how brands create communications and engage audiences in brand conversations.
• Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
• Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.

Learning outcomes

Upon completion of courses, you will be able to understand:

• The role that advertising plays in influencing our thoughts and behaviour.
• Advertising as an independent discipline.
• The use of selling propositions, and the role of emotion in advertising.
• Different types or forms of advertising.
• Ways in which advertising can be used strategically.
• Issues associated with consumer-generated advertising.
• The nature and characteristics of public relations.
• The main audiences to which public relations activities are directed.
• The role of public relations in the communications mix.
• Ways in which public relations works.
• Some of the main methods and approaches used by public relations.
• The nature and context of crisis management.
• How sponsorship activities have developed and the main characteristics of these forms of communications.
• Reasons for the use of sponsorship and the types of objectives that might be set.
• How sponsorship might work.
• The variety and different forms of sponsorship activities.
• Reasons why sponsorship has become an important part of the communications mix.
• Key characteristics of direct marketing.
• Different methods used to implement direct marketing.
• The significance of the database and Big Data in direct marketing and different direct-response media.
• Different types, roles and tasks of personal selling.
• The role and evolution of social media withinpersonal selling.
• Characteristics of strategic account management.
• The value and role of sales promotions.
• Ways in which sales promotion is thought to work.
• The merits of loyalty and retention programmes.
• Different sales promotion methods and techniques.
• Ideas associated with field marketing andrelated activities.
• Principles associated with brand experience.
• The concept and issues associated with brand placement.
• The differences and significance of exhibitions and trade shows.
• The main advantages and disadvantages of using exhibitions as part of the communications mix.
• The role and key characteristics of packaging as a form of marketing communications.
• Principles associated with licensing.

Also see

LBTC’s marketing communication courses includes Level 2 Marketing Training courses.